Picture a pink elephant dancing two-step in a bright blue skirt. Got it? Are you sure? If not, reread this paragraph.
If you really have it, you won't be able to forget it if asked to do so. Pictures in our minds are simply too powerful to be erased on command.
We Think In Pictures
If I ask you what you had for breakfast, you'll bring up a memory of your plate, then tell me what you ate as you "watch" yourself doing so. While some think in abstract, just sort of rattle off a list, most of us will picture ourselves eating breakfast, then hold that image long enough to answer question.
If I ask what you did last summer vacation, and you had a great, fun-filled time, you may become so overwhelmed with pictures, you kind of shrug, maybe grin, then say something inane like, "I had a real good time."
But if I can get you to talking about that vacation, pictures will roll out in front of you one by one, and you'll describe them in grand detail. Swimming in ice cold stream. How that sudden thunder shower forced you to dash for cover. About campfires, and very long tales shared over coals. And that bear. That for sure is something you'll remember!
Now if I ask what your three favorite websites are, what's going to happen? Are you likely to rattle off URLs? Or will you first remember image of site, then maybe plug in that URL? For most, it's latter. Because we think, and remember, in pictures.
The Image Of Your Website Must Be Memorable
To degree possible, you want image of your site to remain as clear in your visitor's mind as that ice cold stream, that sudden thunder shower, campfires, and that bear.
Three elements need to be blended with precisely proper mix to make this happen.
1) The headline and subheadings must bring a quick answer to your visitor's question: What's in this for me? And, of course, they must demonstrate, almost in a glance, that there is in fact something here of great value to them. To degree these collective elements create a positive mental image of your offer, they contribute powerfully to your site.
2) The body copy under each subheading must also draw a great picture. In this case, a "picture" of benefits to visitor. Seek to create an image for your visitor in which he or she can see themselves enjoying this benefit.
3) The art work is secondary to above, but absolutely critical. All must enhance presentation, but in a quiet, non-intrusive manner. Bold images fail because they have a thrust, a push, unappealing to most. Soften these elements. Blend them into a simple, attractive, pleasant, and supportive background. Let art work complete task of creating a memorable image of site.